8 December 2022 by Mondo2.0

Different generations, different use, same Internet

While waiting for the new version of the “Digital Global Overview” report, which has become a reference point for all industry experts and Internet enthusiasts, we decided to take another ride on the digital report 2022, with data referring to 2021.

The first figure to reflect on is the number of Internet users: almost five billion, a staggering, global figure; we Internet users are now a large majority on this planet. A significant number both in absolute and relative terms: ten years ago Internet users were just over two billion.

Such broad participation makes us reflect: all the indicators that we will analyze in the following pages of the report in fact concern a large proportion of the inhabitants of this planet and trace the global behavior of our species in relation to the use of digital spaces and services. At the same time they allow us to identify precisely the poorest inhabitants of this planet, those who do not have access to the Internet.

Leafing quickly through the entire report, one fact jumps out: the real differences in terms of use are generational. Different generations have a different perception of digital services and spaces and therefore appreciate, use and click them in very different ways.

To highlight these differences, let us compare two very different age groups in the report: we analyze the “generation gap”.

The very young, ages 16–24, vs seniors, ages 55–64.

The very young carry out twice as many image searches and voice-assistant searches, use online translation services more, listen to podcasts, download and use video games. Statistical indicators that demonstrate generational behaviors and needs: these are more responsive, dynamic online services. The very young rely less on written text, have a less traditional, often non-sequential approach to content, and are willing to search for information even when it is not in their native language.

In the use of Social Networks too there is a greater, obvious preference for digital content and immediate, engaging forms of expression—videos and images: TikTok and Instagram.

Behaviors that demonstrate a good openness toward multimedia content and experiences and, in part, allow us to anticipate the immersive and all-encompassing experiences that will characterize the Internet in the future through 3D and the Metaverse.

Seniors, the more mature user group, have usage and perceptual dynamics opposite to those of the very young. They use Facebook more, the social network with more traditional forms of communication; they search by typing terms into Google’s single search field, approach the list of search results sequentially, and are significantly more concerned about the dissemination of their personal data, although compared with the very young they use “ad blockers” much less. A less reactive type of audience, probably more reflective in front of the screen.

So far, nothing new.

The most interesting reflections concern the aspects common to both generations; in fact, there are some indicators that are very close to one another.

The first is streaming: both generations have a high rate of consumption of films and TV series through on-demand platforms. After all, it is the digital context closest to traditional media, which can also be enjoyed through a smart TV, a hybrid context where digital and traditional elements coexist.

But the real point of intersection is e-commerce: both generations frequently buy online.

Online shopping has become a generational meeting point: mother and daughter, uncle and nephew, have the same inclination and need to search online, choose, investigate and, above all, buy.

Probably the greater digital responsiveness of the very young is balanced by the greater economic availability of seniors.

In these years, during and after lockdown, we have understood what smartworking is, held hundreds of online meetings, used our digital identity to book useful or indispensable services, but above all, first and foremost, we have learned to buy online.

More shopping, more attention to our behavior, more big data, more online purchases, more Internet.

Who knows what else awaits us.

Mondoduepuntozero